BTEC HND Business: Amazon Advertising and Promotion Plan, Fairfield

This report presents a promotional plan focusing on below-the-line techniques employed by Amazon. It covers various aspects such as public relations, direct marketing, internet strategies, events, and promotional campaigns. The plan outlines the process of creating a budget for an integrated promotional strategy, including defining objectives, sourcing funds, implementation, and control. It also details the development process, which involves building a business image, identifying the target market, creating a promotional message, allocating a budget, and selecting appropriate promotional techniques. The integration of promotional techniques involves arranging events, social community involvement, developing an interactive website, and conducting customer research. Finally, the report suggests techniques for measuring the effectiveness of promotional campaigns, such as comparing sales, evaluating interest, conducting surveys, and counting views/coupons. The assignment references academic articles to support its analysis and recommendations.

PROMOTIONAL PLAN

PRIMARY BELOW-THE-LINE PROMOTIONAL
TECHNIQUES
• It is a different type of non-media marketing which aims to reach customers
directly and generally target on Niched consumer group.
• It is more under an organisational control and hence, Amazon uses different kinds
of below-the-line promotional techniques such as:
Public relations
Direct marketing
Internet
Events
Promotional campaigns

OTHER TECHNIQUES FOR BELOW-THE-LINE
PROMOTION
Pri
ce
dis
cou
nts
Usi
ng
cou
pon
s
Loy
alty
ince
ntiv
es
Ref
und
of
mo
ney
Gift
with
purc
hase

PROCESS OF CREATING A BUDGET IN ORDER TO
DEVELOP AN INTEGRATED PROMOTIONAL
STRATEGY
Audit market
environment
Define
objectives
Source of
money
Creating
the
strategy
Implement
ation Control

DEVELOPMENT OF A PROMOTIONAL PLAN
• Development process includes a series of steps that is requires to be taken. These are as
follows:
Build image of business
Identify target market
Create promotional message
Allocate budget already planned
Select different promotional techniques

INTEGRATION OF PROMOTIONAL
TECHNIQUES INTO THE PROMOTIONAL
STRATEGY
• Arrange different event programs and present service offering to customers
• Involvement of company in social community
• Development of interactive website of company
• Conduct research according to the target customers properly

APPROPRIATE TECHNIQUES FOR
MEASURING EFFECTIVENESS OF
PROMOTIONAL CAMPAIGN
Different techniques are as follows:
Comparing sales
Evaluating interest
Conducting survey
Counting views/ coupons

REFERENCES
• Till, B. D. and Baack, D. W., 2005. Recall and Persuasion: does creative advertising
matter. Journal of Advertising. 34 (3). pp.47-57.
• Tripodi, J. A., 2001. Sponsorship-a Confirmed Weapon in the Promotional Armoury.
(Analysis). International Journal of Sports Marketing & Sponsorship. 3 (1). p.95.
• Van Doren, D. C., Fechner, D. L. and Green-Adelsberger, K., 2000. Promotional strategies on
the world wide web. Journal of Marketing Communications. 6 (1). pp.21-35.